Marc Jacobs launches digital-themed fragrance pop-ups in London

Daisy Dream Capsule

Marc Jacobs is sparing no effort to promote its fragrances in London at present. The all-new Daisy Dream scent has been supported by both an online competition and an offline interactive Dream Room, while the Daisy fragrance theme at large will play host to a pop-up Tweet Shop in Covent Garden later this week.

The online Daisy Dream Capsule works like this: users can choose four images out of a selection on the dedicated website. These are then added into a square frame that carries the hashtag #MJDaisyDream. The resulting collage, which slightly resembles a polaroid, represents the ‘dream capsule’. After entering one’s country, name and email, the capsule can be submitted and shared on Facebook, Twitter, Pinterest or Tumblr.

An intermediary step involves the opportunity to opt in to a competition, of which the grand prize is a three-day trip to New York City that includes a £500 shopping spree.

The Dream Room (as below) that was open in London’s Westfield until July 30 with the help of Fuse Sport & Entertainment and ClinkClink, served as an offline extension of the Dream Capsule website. Set in the atrium of the shopping centre, it was designed to fully immerse consumers into the ‘Dream’. Shoppers were able to upload their Dream Capsule directly from the space via iPads and were offered souvenirs of the experience in the form of cloud-shaped cookies and photos.

MJ Dream Room

The second campaign, a pop-up Tweet Shop, will open its doors in London for the first time on Friday August 15 until Sunday August 17, at 4 East Piazza, Covent Garden. As per the teaser below, shoppers will be able to purchase items with social currency by using the hashtag #MJDaisyChain – no card or cash accepted. The more creative effort they put into their post – from a simple text through to an image, or even a Vine video – will lead to greater prizes, including the chance to win a Marc Jacobs handbag each day.

The space will also feature Daisy-themed artwork by Langley Fox, a Marc Jacobs nail bar, as well as a live Daisy photo booth and Vine booth.

This is not a new concept for Marc Jacobs; the brand opened a Tweet Shop in New York back in February to mark New York Fashion Week. Like the London version (already), this launch was preceded by an enormous amount of press coverage and hype ahead of opening.

The premise in reality, is actually a very simple and effective way to build social engagement while simultaneously ensuring a following around a pop-up physical space. In fact the locations in which both campaigns have been executed were well thought-out. Westfield and Covent Garden not only enjoy exceptionally high footfall, but are prime areas for tourists – the latter especially is becoming increasingly known as a go-to destination for beauty retail, following the launch of dedicated boutiques from the likes of Burberry and Chanel.